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Thanks for reading PMM Files. A newsletter where we share five cool product marketing examples we found last week.
As we enter 2025, we're taking this week to share our favorite examples of 2024.
But first, a huge thank you for reading this newsletter. We love working on it and look forward to delivering more cool PMM inspiration in 2025!
Let's get to it...
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If you're a founding or solo PMM, here's your last chance to take the State of the Founding/Solo PMM survey.
Over 125 founding and solo PMMs have already taken the survey, but we need your help to reach our goal of 200 by tonight.
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Example #1 - Positioning, Messaging and Copywriting Nirvana
PMM Nirvana is when positioning, messaging and copywriting line up and catch fire. This subway ad is exactly that.
Wealthsimple made its name as the “anti Wall Street” way for everyday people to invest smartly without complexity. Look at the text that’s been struck out.
You’ll see just how well they portray this, while underlining one of the company’s key messages.
“Time in the market beats timing the market”.
Brilliant.
​​→ See the original post shared by Aubrey​
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Example #2 - Competitive Converting Kit
Beehiiv took direct aim at Kit with this clever competitive campaign.
While Kit was talking about their rebrand, Beehiiv claimed they stayed heads down, shipping new features and helping creators grow.
They then offered a "Convert to Beehiiv Kit" that made it easy for Kit customers to switch platforms.
Not only a smart positioning move, but a solid rip-and-replace playbook.
​​→ See Beehiiv’s convert kit in action​
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Example #3 - Klue Shows Buyers Why The Truth Hurts
This video from Klue essentially said nothing about their win-loss offering, but EVERYTHING about the problem it solves.
It’s a clever video where a buyer and seller are interviewed separately to reveal the seller has no idea why they lost the deal.
It drives home the need for win-loss analysis without actually having to explain the problem.
​​→ Check out Win-Loss Analysis: The Documentary​
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Example #4 - The Electrifying Power Showdown
There’s a lot to love about this comparison page from Jackery. But my favorite part is that their differentiation doesn’t require a lot of words to communicate.
Instead, they use simple pictures to convey concepts like Green vs Pollution, Quiet vs Noisy, Portable vs Heavy, Safe vs Unsafe, Affordable vs Costly, and Simple vs Complicated.
​​→ Check out the power showdown​
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Example #5 - A Benefit You Can Believe
I’m always looking for ways to improve my golf game. But I’m skeptical when something promises to shave strokes off my round.
That’s why I loved this piece of messaging for the Lag Shot 7-iron. Instead of some lofty further-order benefit, this swing-aid simply promises:
“You'll turn that rare “once a round” purely struck iron shot that feels like butter into something that happens all the time.”
Now that’s something I can believe in.
​→ Check out Lag Shot's product page​
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BONUS - PMM Jetpack Launch Day Edition 🚀
This one is definitely a fav, but also my own product, so I'm adding it as a bonus :)
In 2024, I launched the PMM Jetpack. One place you can go for inspiration, templates, and advice for any project you’re working on as a founding or solo PMM.
Big thanks to the 530 PMMs who already signed up 🙏
To mark the occasion, I wrote a special launch day edition of PMM Files where I shared real tactics and examples from my launch. It was one of our most popular editions yet.
​→ Read the Launch Day Edition​
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Never start from scratch again
Stop staring at a blank page. Get every resource you need for your next launch, campaign, or messaging project.
​→ Get the PMM Jetpack​
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Founding PMM Jobs
I've started a simple job board, focused on curating new Founding PMM job opportunities.
Some highlights from this week:
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​Find More Founding PMM Jobs ↗️​
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3 More Things
Three articles, posts, or tools you should add to your swipe file.
- ​CFOs Kill Deals - No matter your economic buyer, selling to the CFO is crucial. This article offers practical tactics for winning over the finance head honcho.
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- ​Move Beyond Time Savings – Stuck focusing on time savings as your core value prop? Follow Kyle Poyer’s advice to dig deeper and uncover more impactful messaging.
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- ​World's Clearest Homepage Template - It's important to be unique, but sometimes, you should go with what already works. Anthony Pierri lays out a simple and actionable website template for early-stage startups that removes the guesswork from building a webpage that converts.
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What did you think of this week's edition?
Hit reply and let me know, or leave a quick testimonial. I'd love to hear from you!
See you next Wednesday!
Jason and Aubrey
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P.S.
I work with startups and founding PMMs that are trying to build product marketing from zero. If that sounds like you, here are some ways I can help:
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- ​Get the PMM Jetpack - My premium library of Examples, Templates, and Playbooks essential for Founding PMMs.
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- ​Join the PMM Accelerator - A personalized coaching program to help you succeed as a founding PMM.
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​Jason and Aubrey​
​Say hi on LinkedIn!